Subject Index
 

In spring 2006, Audi launched a new 'third-generation' sports utility vehicle in the European market, a sector dominated by major US players, and also showing signs of saturation. Despite this, Audi's ...

Charles Schwab, investment pioneer and advocate for the individual investor, was undercut by online trading in the early nineties. This paper relates how the strategic challenge to reconnect with sel ...

In 2000, Honda Quebec faced growing competition from both foreign and domestic rivals that offered improved durability, reliability and quality, while its best-selling model had also just been removed ...

Yahoo!, one of the early stars of the Internet, was launched in 1993 as Jerry's Guide to the World Wide Web, offering early users of the Web a way to navigate the quickly expanding Internet ...

In November 1997 Volkswagen of America introduced an advertising campaign for its redesigned Passat. Arnold Communications, the Boston-based ad agency that won the lucrative $110 million North Ameri ...

The pioneering online travel-booking company known as Travelocity had enjoyed a leadership position since its launch in 1996, but it eventually lost significant market share to Expedia.com, its most a ...

In the early 1990s media watchers predicted the death of the weekly news magazines, yet Time magazine seemed as strong or stronger than ever in 1997. To succeed in changing times, the magazine ad ...

In a bold move designed to attract an upscale clientele and garner widespread media attention, the Target Corporation purchased all of the advertising space in the August 22, 2005, issue of the New Yo ...

With more than 860 stores and sales of $20.4 billion, Minneapolis, Minnesota-based Target in 1998 pursued a broad-based advertising and marketing effort designed to further an upscale image and brin ...

It was in 1995 that Sprint Corporation launched its national "Sprint Sense," an advertising and marketing campaign to sell long-distance phone service. The idea behind "Sprint Sen ...

In 1996 entrepreneur Jay Walker came upon a startling statistic: every day airlines flew with an average of 500,000 empty seats. The revelation spurred Walker to create priceline.com, a website that e ...

In 1998 Polaris Industries, Inc., best known as a manufacturer of snowmobiles, introduced the Victory Motorcycle, the first new American motorcycle to be introduced in 60 years. Although it was part o ...

In 1997 Schwinn Cycling & Fitness Inc. launched a print campaign designed to entice the masses of mountain bike enthusiasts while altering the company's image as an out-of-touch dinosaur ...

In 2004 Nissan North America, the North American subsidiary of Japanese automaker Nissan Motor Co., Ltd., introduced a redesign of its Quest minivan. Originally a joint project with the Ford Motor C ...

In the late 1990s, after nearly a decade of declining sales, Japan's Nissan Motor Company, Ltd., flirted with bankruptcy. The 1999 arrival of Carlos Ghosn as Nissan's CEO, however, marke ...

Despite having an established customer base, Nestle owned ice cream brand Haagen- Dazs was beginning to suffer due to a preconceived perception of being elite. With its main competitor Ben and Jerry’s ...

In 2004, brokerage firm Morgan Stanley and advertising agency Leo Burnett released the “At Your Side” campaign. Unlike competitors, Morgan Stanley targeted retail customers, particularly baby-boom par ...

The Discover card burst onto the scene in 1986 with something no other card offered—a year-end cash bonus equal to 1 percent of purchases. The cash-back feature, coupled with no annual fee, mad ...

For many years Logitech International S.A. was well known among personal computer manufacturers, which bundled the company's computer mice with their machines, but to the general public Logitec ...

La-Z-Boy Inc. built its furniture brand on a single product, the ubiquitous recliner-rocker closely associated with TV-watching men in their middle and late years. Though the company began expanding i ...

In 1995, Kraft introduced the first frozen pizza with a fresh-frozen, not precooked, crust. Positioned as a frozen product that was as good as those delivered by your favourite pizzeria, in its first ...

In 1994 Kmart Corporation came close to bankruptcy. In October of that year the company—then the second-largest retailer in the United States—posted its seventh consecutive quarterly d ...

In 1997 Kmart Corporation wooed Martha Stewart back. She had taken the position of Kmart lifestyles consultant and Home Division spokesperson in 1987 but had, according to Stewart, been alienated th ...

With assets of $62 billion, John Hancock Mutual Life Insurance Company ranks among the nation's 15 largest life insurance companies. But the 136-year-old company also sells a growing number of ...

In 1996 John Hancock Financial Services, Inc. (then called John Hancock Mutual Life Insurance Company), began updating its acclaimed "Real Life, Real Answers" campaign, which had been ...

In an effort to diversify its vehicle lineup, Isuzu Motors America, Inc., designed a new sports utility vehicle (SUV), the Axiom, for model year 2001. At that point Isuzu sold only trucks and SUVs tha ...

In 2000 ING Groep N.V. (spelled ING Group in the United States) was a financial powerhouse in Europe, offering a diverse range of insurance, banking, and asset-management services through offices in 6 ...

Ownership of the Hilton Hotel brand had been split apart in 1964. As a result, the hotel chain was controlled by two distinct groups—Hilton Hotel Corporation (HHC), which held the rights to the ...

Federal Express Corporation (FedEx), founded in the 1970s, built its success on an innovative business model, offering the business world the first overnight shipping service. But savvy marketing al ...

Although Conseco, Inc., an insurance and financial services company, had become large and successful through acquisitions, it had little name recognition even among agents working for its various unit ...